Maya Thompson
Founder & CEO
Started Playful at her kitchen table and still tests every new toy herself.
How it began
Built by parents, loved by kids
Playful began in 2014 around a kitchen table covered in building blocks. As parents, we were tired of toys that broke in a week, buzzed with batteries no one asked for, or ended up forgotten under the bed. We wanted toys our own children would actually reach for — the kind that invite a child to imagine, create and play their own way.
So we set out to find and make them. Today Playful curates over 500 toys from makers who share our love of open-ended, screen-free fun, and we test every single one with the toughest reviewers we know: real kids in real playrooms.
Our safety promise
Safe hands, happy play
Nothing matters more to us than the safety of the children who play with our toys. Every product we sell is independently tested to ASTM F963, EN71 and CE standards before it ever reaches a shelf — and we re-test in batches, not just once.
We use BPA-free, food-grade and non-toxic materials, choke-safe sizing for younger ages, and clear age guidance on every product page. If we wouldn't give it to our own kids, we won't sell it to yours. Simple as that.
Safety certificates are available on request for every toy in our range.
What we stand for
Our values
Six promises that guide every toy we choose, make and ship.
Imagination first
We pick open-ended toys that let children lead the play, not the other way around.
Safety always
Independently tested, non-toxic materials and honest age guidance on everything.
Built to last
Durable toys made to be handed down, not thrown away — kinder on the planet too.
Screen-free fun
Hands-on play that builds real skills, focus and face-to-face giggles.
Fair makers
We partner with makers who treat their people and materials with care.
Family friendly
Friendly prices, easy returns and real human help, 7 days a week.
By the numbers
A whole lot of play
A decade of building imaginations, one toy box at a time.
2014Founded
500+Toys curated
12k+Happy families
4.9★Average rating
The play crew
Meet the team
A small team of parents, designers and serious toy-testers.
Leo Park
Head of Toy Design
Turns wild kid ideas into safe, durable, beautifully simple toys.
Priya Nair
Safety & Quality Lead
Makes sure every toy passes our tests before it ever reaches your home.
Sam Rivera
Customer Happiness
The friendly voice behind our 7-day-a-week support and age advice.
Come play with us
Browse hundreds of safe, joyful toys for every age — and find the one that makes their whole day.